Strengths Evidence Implications
Well-known brand and experience Reputation; known as a quality beer. Enable to meet the needs of the consumers.
Reduce take-up risk by customers
Easy to convince retailers to stock your beer extensions.
Introductory marketing need not create awareness.
Possible packaging and labeling efficiencies.
Brand loyalty With a rate of 53% in the East Central region. Mountain Man brand loyalty rate is higher than that of competitors (42% Budweiser and 36% for Bud light)
Strong associations to Mountain Man Lager Brand Defined as for working-class, tough, down-to-earth and not 'corporate' but local, authentic brand with strong heritage.
The young would not like to be associated with a "tough" and "old brand, while the old would not like to be associated with the young drinking "tasteless" beer.
Limited economic resources
Limited geographic coverage
Strategy is not updated to the current market needs to reach out to potential customers. Grass-root marketing in building brand awareness. Mountain Man had always relied on grass roots marketing to spread its beer quality message by word of mouth.